There are a number of ways of promoting your business. If your business is unique and you need to create awareness for your product, blogging is essential. It is a system of marketing where you cannot only get connected to your customers but also can get product feature requests, suggestion and feedback.
Blogging can be very useful when you want to interact with the readers. When I say interact, it is very different from just telling. Interaction happens when both the parties are communicating while each other, with opinions going forward and back. Blogging can get you in touch with people who actually use your product but loath to talk to your customer care.
An essential feature of blog is that it needs to talk to your customers as if they are facing you. It is important to keep the blog informal and interactive. Talk on good things about your product. Let users reply and keep the conversation polite and impersonal . A good blog also work as a great PR system as it can be kept on the web for infinity. People can use the post as information/tips. A blog can also act as a place where you can talk about general issues. It can serve as press release system.
You may also put quizzes, guest posts and follower list on your blog.Post also help increase visibility to your site and bring more visitors to the business
Overall it is great to have a blog system that talks about your companies vision, products and activities.